Brave, a browser that eliminates unwanted ads, has announced a new blockchain-based digital advertising platform that uses the Ethereum-based unit of exchange called Basic Attention Token (BAT).

The goal of BAT is to establish a connection between advertisers and users to reduce fraud, privacy violations and “malvertisements”, while increasing publisher revenue.

“The user deserves a share because their attention is being used up a little bit by ads. We’re working on better advertising that is truly private.”, said Brendan Eich, founder, president and CEO of Brave, in an interview with cryptcoinnews.com.

BAT is the newest stage in the Brave browser ecosystem. The value of BAT relies on user attention.

“The BAT is the token for remonetizing the user’s attention, including the user in a fair play system. That (BAT) is what denominates attention in the sense of user engagement in a way that is not likely to be abused and rewards the users.”, added Eich.

Rewards for users

Users who decide to receive advertising will be privately monitored on-device in the Brave browser.

Also, publishers will be rewarded based on BATs, while users will receive a share of BATs for taking part.

According to Brave, BAT validates the users` data by keeping it on the device, encrypting it and shielding the identities of users, as cryptocoinnews.com pointed out. The existing industry model exploits and ignores the value of users` data, as Brave elaborated.

BATs will be available for crowdsale in the near future, as the article noted.